ISSUE |
ATK is a fifty year-old company with an unassailable heritage of producing graphite composite structures and parts primarily for military/defense and aerospace applications. The company needed to re-define itself and its ability to deliver value to all internal and external audiences in the context of a radically transformed competitive landscape.

CHALLENGE |
A business unit of the $2 billion ATK Corporation, ATK Composites is itself the product of mergers and acquisitions, consolidation, evolution and revolution. Over and over again in conversations with employees and customers, the challenge began to emerge: help ATK Composites “discover who it really is.” Vanguard was tasked to help the company through the process of discovery and implementation.

SOLUTION |
Following a half-year of research, internal dialogue, analysis and re-definition, Vanguard guided ATK Composites through its unique “Brand Character” process. The result is a company that now is on solid ground in understanding its vision, value delivery, messaging, and visual and verbal vocabulary. The primary benefits of the Brand Character process will be fully realized as ATK comes to re-establish management credibility and confidence with its internal audiences; and as it establishes a foundation of awareness and relevance upon which it can develop all external marketing communications programs.